Conversions API

Conversions API Gateway for Multiple Accounts

The Conversions API Gateway for multiple accounts is a Conversions API Gateway mode that allows connecting data sources managed by different Meta Business Accounts to the same Gateway instance. The solution requires Amazon Web Services (AWS) cloud computing platform or Google Cloud Platform(GCP) to be implemented and features architecture that provides high availability and scalability. Each Business Account's data is logically isolated and separated, and can't be accessed by other Business Accounts connected to the instance or the instance owning entity unless access is granted; this allows a secure and efficient use of the cloud platform resources.

The Conversions API Gateway for multiple accounts enables agencies, partners, resellers, or global decentralized advertisers to create a Gateway instance and connect and manage the data sources they are working with to the Conversions API.

The Conversions API Gateway is a self-service implementation method of the Conversions API. It enables businesses to mirror their marketing data from the Meta Pixel to the Conversions API which, in a redundant setup with the Meta Pixel, helps the delivery system to decrease your cost per action.

The current version of the Conversions API Gateway for multiple accounts works with Amazon Web Services (AWS) and Google Cloud Platform (GCP).

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High-Level Architecture

The diagram below shows the multiple accounts context where a single Gateway instance can serve more Meta Pixels, managed by different Business Accounts and firing from different domains.


The diagram below explains the Pixel - Gateway connection, valid for each of the many connections in a Conversions API Gateway for multiple accounts context.


  • The Meta Pixel, which fires within the advertiser's web pages, allows advertisers to send visitor actions and information to the Meta Pixel endpoint and the Conversions API Gateway.
  • The Conversions API Gateway receives visitor actions and information sent through the Meta Pixel, formats them according to the Conversions API's specifications and sends them to the Conversions API endpoint.
  • The deduplication parameter (event_id) is automatically generated and sent along with the data transferred to the Meta Pixel and Conversions API endpoints.

Who Is It For?

The Conversions API Gateway for multiple accounts can be the solution for:

  • Agencies, Partners and Resellers that want to offer a service to connect the data sources of their advertisers to the Conversions API Gateway.
  • Advertisers with multiple pixels that fire on different domains and are managed through different Business Accounts, that want to have a centralized Conversions API Gateway-based solution to connect their pixel traffic to Meta's Conversions API.

Agency FAQs

See a list of questions frequently asked by agencies seeking to onboard to the Conversions API Gateway for Multiple Accounts.

Hosts and Accounts

Host — The agency, partner, reseller, or advertiser that creates and manages the Gateway instance. The host is responsible for configuring, monitoring, and troubleshooting the instance, as well as AWS or GCP account management and billing. The host sets the terms for the service offered to businesses that connect to the instance.

Account — A business (advertiser) that connects their pixel to a host’s Gateway instance. It is recommended to create an account for one or more pixels that are:

  • Managed by the same group of people (that is, all account users have access to the pixel through the Business Account), or
  • Fired on the same advertiser domain.

Managed Account — An account whose Meta Pixel and Conversions API implementations are (also) managed by an agency, partner, or reseller (the host). In particular, the host is delegated admin access to the specific Meta Pixel(s) on the Events Manager platform. The typical process will involve the host creating the account in the Gateway and connecting the pixels to the Gateway instance, under terms set by the host. In addition, the host can create account users with specific permissions for the advertiser's employees that will be able to administrate, manage or simply view the account configuration. The host and the advertiser are in control of the pixel-specific settings and the connection of the pixel to the Gateway instance. The business can at any time switch to an unmanaged account.

Unmanaged Account — An account whose Meta Pixel and Conversions API implementations are not managed by an agency, partner, or reseller. The typical process will involve the host creating the account and inviting the business (an account admin) to onboard and connect to the instance, under terms set by the host. The business is in control of their pixel-specific settings and the connection of the pixel to the instance. The business can at any time switch to a managed account.

Users and Permissions

Hosts and accounts can create users with one of the following permissions:

Admin Users

Host
Admin users can manage all accounts, all host and managed accounts users, and add, remove or update pixels, applications and global settings.

Account

Admin users can manage all users and permissions for their account, add, remove and update pixels, and view all applications associated with their account.


Manage Users

Host
Managers can make changes to their assigned accounts, including pixel settings, and view applications associated with these accounts.

Account

Managers can make changes to their assigned pixels, including pixel settings.


View Users

Host
View only users can view applications, pixels and data associated with their assigned accounts, but cannot make changes.

Account
View only users can view pixels and associated data, and some applications, but cannot make changes.

Get Started

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Technical Components

Amazon Web Services and Google Cloud Platform

The Conversions API Gateway for multiple accounts requires Amazon Web Services (AWS) or Google Cloud Platform (GCP), an on-demand cloud computing platform, to be implemented. The AWS or GCP account is owned and managed by the agency, partner, reseller, or advertiser that implements the Conversions API Gateway for multiple accounts, that is, the host, and not by Meta. The host can automatically deploy the instance without the need of a developer. The Gateway for multiple accounts architecture is based on AWS Elastic Kubernetes Service (EKS).

Software Components

Meta Pixel

The Meta standard JavaScript library loaded on the advertiser’s web pages that sends customer actions and information to Meta, referred to as Business Tools Data in the Meta Business Tools Terms. For advertisers that have integrated the Conversions API Gateway for multiple accounts, when fired, the Meta Pixel will:

  • Download and launch the Conversions API WebSocket client code used to communicate with the Conversions API Gateway for multiple accounts.
  • Send the event data to both the Meta Pixel endpoint and the Conversions API Gateway for multiple accounts through a secure HTTP connection.

The Conversions API Gateway for multiple accounts

The Conversions API Gateway for multiple accounts is hosted by the agency, partner, reseller or advertiser in their Amazon Web Services (AWS) or Google Cloud Platform (GCP) account. It is provisioned in their AWS or GCP account. It is composed of:

  • A module receiving incoming events (website visitor actions) from the Meta Pixel, formatting these according to the Conversions API's specifications and sending them to Meta’s Conversions API endpoint.
  • A user interface where hosts can administer the host instance (users, accounts, updates, and so on).
  • A user interface where accounts administer their account (users, data sources, data routing, and so on).

The Meta Business Extension

The Meta Business Extension (MBE) is used in the Conversions API Gateway for multiple accounts to facilitate the onboarding of hosts and accounts, and securely connect data sources to the instance.

DNS Setup

Hosts need to configure a CNAME record on their DNS provider to associate a subdomain to their Conversions API Gateway for multiple accounts instance (precisely, to the load balancer of the instance) and make it accessible from the web.

Accounts are recommended to configure a CNAME record on their DNS provider associating a subdomain of their domain to the host's subdomain, thus enabling a first party connection between the Meta Pixel on their website and the Conversions API Gateway for multiple accounts instance.

Cloudflare as a Default Integrated DNS Service

A load balancer is a component in the Conversions API Gateway’s infrastructure that helps distribute incoming network traffic across multiple servers. By using a load balancer, we can ensure that our application remains highly available and responsive even during periods of high traffic.

In addition to load balancing, we also use SSL/TLS certificates to encrypt data in transit between clients and the Conversions API Gateway. These certificates are issued whenever an advertiser sets up a first-party domain. An advertiser would use the agency’s domain by default if they have not set up the first-party domain. The advantage of setting up a first-party domain is that the pixel events will be routed to this domain which is owned and controlled by the advertiser; otherwise, the pixel events will flow from the advertiser to Meta but through the agency domain. Currently, the Conversions API Gateway supports attaching only one certificate to the load balancer.

By using Cloudflare, we can overcome this limitation. One of the key benefits of using Cloudflare is its ability to issue up to 5,000 SSL/TLS certificates for advertiser domains that point to an agency domain managed or owned by Cloudflare, that is, it allows up to 5,000 advertisers per Conversions API Gateway instance to use a first-party domain. If you have an AWS EKS based Conversions API Gateway instance, one more advantage with using Cloudflare is that it also costs less than using the default and randomly generated AWS Cloudfront domain provided by the Conversions API Gateway because of the cheaper SSL termination cost.

Data Sharing

Through the Conversions API Gateway for multiple accounts, businesses can share the same data shared when using the Meta Pixel, with the exception of the list below. Please reference the Meta Business Solutions guide for more information.

The following data is not supported through the Conversions API Gateway:

  • Customer actions configured using Event Setup Tool
  • Meta third-party cookie

Start Your Implementation

If you are ready to begin your implementation, click the button for a walkthrough of host onboarding and management.

If you are ready to begin your implementation, click the button for a walkthrough of host onboarding.

Start Host Onboarding for AWS App Runner

Start Host Onboarding for AWS Elastic Kubernetes Service

Start Host Onboarding for GCP

See Also